12-12-2017  11:03 pm      •     
MLK Breakfast
Nielsen membership and field representatives went into classrooms across the country for the Great American Teach In. This group of field associates taught business etiquette to students at Friendship Public Charter School in Southeast Washington DC.
The Skanner News
Published: 24 December 2016

African-Americans are exuberant and reflective—optimistic about present-day advances in income, education, entrepreneurship and health care, and determined to forge a better future as influential leaders and catalysts of social awareness against discrimination and social injustice.

The latest Nielsen Corporation study of African American consumers highlights African-Americans’ economic and cultural gains and continues to shine a spotlight on how African-American Millennials are forging ahead in their use of technology and social media to raise awareness and evoke a national discussion on civic and political issues.

black millenials 1African-American Millennials are expanding the use of mobile devices (particularly smartphones with a 91% penetration rate for all African-Americans), expanding their shopping carts with fresh foods and contributing to the diversification of mainstream primetime television viewership—forging a significant increase in advertising dollars focused on African-American audiences.

As African-Americans, particularly younger Millennials, continue to develop and expand their influence on mainstream America, companies are making changes to reach this culture-rich group with unique, captivating campaigns, as well as products and services that meet their needs.

Perhaps even more noteworthy is the fact that shows featuring Black producers, co-creators, stars and casts are gaining mainstream appeal.

According to Nielsen, 35% of Empire’s viewers, 68% of Scandal’s viewers and 76% of  Black-ish’s viewers are not African-American.



Read more insights into the viewing and buying power of African Americans in the 2016 report “Young, Connected and Black: African-American Millennials Are Driving Social Change and Leading Digital Advancement.

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